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Marketing with Different Types of LinkedIn Ads

DIY Sprocket Solutions

Is your business on LinkedIn? Are you utilizing paid advertising? Many people that are using social media marketing to skyrocket their business are also doing some sort of paid advertising on one or more platforms. Facebook is one of the most popular ad platforms –not everyone considers LinkedIn. They are obviously very different ad platforms, with very different audiences and options, but they share the same essential principles. If an ad is working well on LinkedIn, it will probably work well on Facebook and vice versa.

With LinkedIn you are able to target more specifically than Facebook because users are sharing information not included on their Facebook pages. On LinkedIn you can target by job title, seniority, company, skills, specific group membership, geography, and years in business. There are then a variety of different ad types for marketers to choose from for creation. Currently, these ad types are text ads, sponsored content ads, and sponsored InMail ads.

Text ads on LinkedIn are simply that - ads consisting only of a short bit of text and a headline. You do have the option to add on a small thumbnail type image. These ads display on the top or right side of users’ screens.

Sponsored content displays users’ actual news feeds. The content mixes natively in with other organic traffic. Businesses can use it to promote their own posted content. Because it displays in the news feed, it blends in with other organic posts, making it more likely to be clicked on.

Sponsored InMail actually allows marketers to send personalized messages to specific LinkedIn users. Think of it as highly targeted email marketing that is designed to arrive when the targeted user is online and active. This is a great feature as it increases open rates. You are reaching your target audiences right in their inboxes.

People may not think to turn to LinkedIn as a first choice for paid advertising. However, LinkedIn’s ad options are a great way to target specialized users that have true conversion potential. It’s less mass marketing and more results based. In any sort of paid advertising setting, be sure that you come up with a plan and a budget so that you are using your marketing dollars wisely. Determine a strategy, a budget, and an ad type that is right for you and your goals.

Have you had any experience with LinkedIn paid advertising? What were your results? What are your thoughts? Comment below!